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5 Developing a dialogue with your customers

In a business—any business—there is a relationship between the company and its customers. In a successful business, that relationship unfolds in a series of stages that bring customers back again and again. But in a values-driven business, the relationship between company and customer sometimes reaches an even deeper level, where the two become partners in meeting the needs of the community, the nation, or the environment. That, we believe, is the ideal to which a socially responsible business can aspire.

In the table labeled “Who’s on First?” you’ll see one schematic way to look at the development of the relationship between a company and its customers as time goes by.

Any business, no matter how ...

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